How Can HTML5 Compete With Native

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HOW CAN HTML5 compete with Native?

September 2013 Produced by In collaboration with

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CONTENTS

<Part 1 /> EXECUTIVE SUMMARY

<Part 2 /> THE LANDSCAPE Of HTML5 tech

<Part 3 /> HTML5 VS NATIVE: WHAT ARE THE GAPS?

<Part 4 /> INSIGHTS & RECOMMENDATIONS

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<Part 1 /> EXEC SUMMARY

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There is too much F.U.D, too many opinionated rants on how HTML5 apps fair against native apps. Things are painted too much in black and white. The question is how can HTML5 compete by closing the gap with native? Rather than opinion, we address this question with research, interviews and hard data. As part of the process we also challenge three myths of HTML5 mobile.

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HTML5 mobile: Myth vs reality

Myth Reality

Performance is slow

•  It is not about performance, it is about tools and the ability to measure performance and improve.

•  Technology gets better (asm.js), but browser vendors choose to ignore it. Better performance depends on browser politics.

Lack of APIs

•  37% of Android apps could be implemented using HTML5 via the Mobile browser, 49% via Phonegap, 63% via Appcelerator and 98% via Firefox OS.

•  The APIs that would make the biggest difference in app addressable market are not even on the browser roadmap.

Ease of development •  Instrumentation tools, especially debugging and memory profiling

are sorely missing.

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More findings from our research

61% of HTML5 mobile developers go direct to browser when developing a mobile website or app. The browser is the most popular route to the mobile market. Yet…

63%

+21%

of Android apps (US) cannot be implemented via the mobile browser due to lack of APIs.

is the rise in the number of apps that can be created with HTML5 if W3C and browsers supported a Power Management and WiFi API.

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49%

of HTML5 mobile developers go beyond the browser. There are 3 other routes to market that HMTL5 mobile developers are using: hybrid tools (e.g. PhoneGap), web to native converters (e.g. Appcelerator) and native JavaScript APIs (e.g. Firefox OS, Windows 8).

of Android US apps can be developed using hybrid tools, 63% using web to native converters, and 98% using native JavaScript APIs.

39%

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METHODOLOGY: HOW WE BACKED OUR RESEARCH

30,339 Android apps from Google Play (US) analyzed in terms of categories and API permissions;

6,000+ mobile developers worldwide surveyed in April – May 2013 as part of the 5th Developer Economics survey

42 HTML5 tools mapped across Architectural frameworks, UI frameworks, Gaming engines, Web wrappers, Web-to-native converters, Native Javascript APIs;

32 developers, industry experts and tool vendors interviewed, from Angular.js (Google) to Financial Times

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<Part 2 /> THE LANDSCAPE of HTML5 tech

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HTML5 ROUTES TO MARKET How can a web developer reach the mobile market?

Input Distribution channel Output Key players

Mobile browser HTML, CSS, JavaScript WWW Web document

Web wrapper HTML, CSS, JavaScript App store Hybrid package

Web-to-native converter JavaScript App store Native package

Native JavaScript API HTML, CSS, JavaScript App store Native package

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NOT ALL ROUTES TO MARKET ARE EQUAL

Source: Visionmobile, Developer Economics 2013 Q3 | Survey conducted in April – May 2013 | n = 2275

61% of HTML5 mobile developers go direct to browser

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KEY PLAYERS IN HTML5 tech What are the most important HTML5 development tools?

Architectural frameworks

CSS UI frameworks

JavaScript UI frameworks Web wrappers

Web-to-Native Converters

Native Javascript APIs

2D Gaming Engines

3D Gaming Engines

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ROUTES TO MARKET: HOW THEY DIFFER?

1.  Performance UI responsiveness & computational load.

2.  Reach Reach of multiple platforms.

3.  API depth Efficient API access to hardware components and services.

4.  Monetization Availability of 1-click billing, ads, in-app purchases, etc.

5.  Ease of development A measure of how easy it is for a web developer to get started.

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API depth

Monetization

Ease of development Perfomance

Reach

!  Apps/games run on the device’s browser, e.g. iOS Safari. !  They are available on the web, discoverable through search engines, links &

advertisements.

ROUTES TO MARKET: THE MOBILE BROWSER

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ROUTES TO MARKET: THE WEB WRAPPER

!  Apps/games run in a chromeless browser with access to the device’s hardware APIs and services.

!  They are distributed via an app store.

API depth

Monetization


Reach

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ROUTES TO MARKET: THE WEB-TO-NATIVE CONVERTER

!  Apps/games are compiled from JavaScript to native code with access to the device’s hardware APIs and services.


API depth

Monetization


Reach

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ROUTES TO MARKET: THE NATIVE JAVASCRIPT API

!  Apps/games run on Operating Systems that expose their services and hardware components through native JavaScript APIs.


API depth

Monetization


Reach

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<Part 3 /> HTML5 VS NATIVE WHAT ARE THE GAPS?

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HTML5 GAPS Where does HTML5 fall short in comparison to Native SDKs?

1.  APIs Access to hardware components and services.

2.  Performance UI responsiveness and computational load.

3.  Tools Tools for debugging, editing and profiling.

4.  Education Developer education on the advantages and best practices of HTML5.

5.  Marketing App stores, monetization options and profits.

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WHAT STOPS MOBILE DEVELOPERS FROM USING HTML5?

5.21%

6.00%

9.55%

12.00%

13.52%

13.53%

20.53%

28.30%

29.18%

37.34%

45.72%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Other

Not as profitable as Native

Limited monetization options

3rd party APIs plugins are outdated

Lack of large app stores

Steep learning curve for quality apps

Lack of mature frameworks

Can't create cutting edge UI/UX

Difficulty to integrate native elements

Limited access to hardware APIs

Performance issues

Tools

Marketing

APIs

Performance

Education


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What DRIVES mobile developers TO using HTML5?

Source: Visionmobile, Developer Economics 2013 Q1 | Survey conducted in January 2013 | n = 1974

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ANALYZING API USAGE: Android vs HTML5 APPS

In June 2013 we analyzed 30,339 apps from Google Play (US) store to determine the usage of APIs.

The question we aimed to answer was: Which APIs are the most popular within Android apps?

We then compared missing HTML5 APIs with popular Android APIs to conclude on the most important APIs to fix.

The story of an app store analysis in terms of app categories and APIs

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app categories IN GOOGLE PLAY (us)

business & productivity tools

communications & social networking

education & reference

enterprise

entertainment games

maps, navigation & lbs

media

medical & fitness

music & video utilities

30,339 apps and games in Google Play – June 2013

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THE IMPORTANCE OF APIs per app category IN GOOGLE PLAY (US)

0% 20% 40% 60% 80% 100%

audio settings

battery

bluetooth

calendar

utilities

music & video

medical & fitness

media


games

entertainment

enterprise


communications & social networking business & productivity tools

% of apps per category in Google Play US store

API app category

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0% 20% 40% 60% 80% 100%

camera

contacts

filesystem

geolocation

utilities

music & video

medical & fitness

media


games

entertainment

enterprise




API app category


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0% 20% 40% 60% 80% 100%

mic

network

nfc

power management utilities

music & video

medical & fitness

media


games

entertainment

enterprise




API app category


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0% 20% 40% 60% 80% 100%

sms

telephony

vibration

wifi

utilities

music & video

medical & fitness

media


games

entertainment

enterprise




API app category


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WHICH ARE THE MOST USED APIs IN GOOGLE PLAY (US)?

10%

26%

28%

29%

33%

64%

90%

0% 20% 40% 60% 80% 100%

camera

geolocation

vibration

wifi

power management

filesystem

network

% of Android apps in Google Play US store using the specific API

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ONLY 37% OF ANDROID APPS CAN BE DEVELOPED FOR a mobile browser % of apps in Google Play US store that can be implemented with each HTML5 route to market, that utilise APIs available through that HTML5 route to market alone.

97.76%

63.41%

48.62%

37.22%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Native JavaScript API

Web-to-native converter

Web wrapper

Mobile browser

% of Android apps in Google Play US store

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61% of HTML5 DEVELOPERS ARE CONSTRAINED TO 37% OF APPS


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HTML5 API coverage, for each app category

Mobile browser Web wrapper Web-to-native converter


Business & productivity tools

Communications & social networking

Education & reference

Enterprise

Entertainment

Games

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HTML5 API coverage, for each app category



Maps, navigation & LBS

Media

Medical & fitness

Music & video

Utilities

Total

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WHICH ARE the most important APIs to fix? Which API, if implemented, would make the greatest difference in the number of apps, for each route to market?



13%

Power management Power

management

WiFi

Calendar

12%

21%

1.4%

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the gaps between W3C APIs and browser adoption

Number of adopting browsers

0 1 2 3 4 5 6 7

ED

WD

CR

PR

Stan

dard

izat

ion

Stat

us

None

LCWD

"  ED: Early Draft "  WD: Working Draft

"  LCWD: Last Candidate Working Draft

"  CR: Candidate Release "  PR: Production Release

Over-standardised

Under-standardised

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the gaps between W3C APIs and browser adoption

Number of adopting browsers ◦�Audio Settings

◦�Battery

◦�Bluetooth

◦�Calendar

0 1 2 3 4 5 6 7

◦�Camera

◦�Compass

◦�Contacts

◦�Filesystem

◦�Geolocation

◦�Microphone

◦�Motion

◦�Network

◦�NFC

◦�Notifications

◦�SMS

◦�Telephony

◦�WiFi

◦�Vibration

ED

WD

CR

PR

◦�Power management

Stan

dard

izat

ion

Stat

us

None

LCWD

"  ED: Early Draft "  WD: Working Draft

"  LCWD: Last Candidate Working Draft

"  CR: Candidate Release "  PR: Production Release

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HTML5 GAPS: Performance IS THE MOST COMMON COMPLAINT

“JavaScript will be always slower due to it’s nature (high level language).” Max Flirtman, Author - Speaker - Web developer

“We put all our efforts in performance and user experience.” Gabriel Tavridis, Product Manager, Appcelerator

“Quality and user experience is top priority for us. Therefore, we prefer going with a Native API.” Apostolos Papadopoulos, Author of 4sqwifi

HTML5 is slower by definition

Performance as a value proposition for tool vendors

Developers choose Native SDKs for performance reasons

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HTML5 GAPS: JAVASCRIPT Performance IS ALL ABOUT POLITICS

JavaScript performance is highly debated. Nevertheless …

1.  CPUs get better; e.g. iPhone 5S has twice the CPU power of iPhone 5.

2.  JavaScript compilers improve; e.g. JIT is 5 times slower than native performance. Asm.js promises approx. 1.3 times slower.

But the real problem is browser politics.

!  Besides Opera, all major browser vendors are mobile OS vendors;

!  Google promotes Native Chrome Apps;

!  Apple is keen to implement all latest standards but leaves out performance related APIs, e.g. WebGL.

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HTML5 GAPS: browser politics

“We need to attract more developers to create a need that will inevitably force the browser vendors to implement new standards and improve the performance. Right now browser vendors have all the power and we need to somehow entice them – create the demand.” Ran Ben Aharon, Head of Front End Development, Everything.me

Use developers as lobbyists

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HTML5 GAPS: DEVELOPMENT TOOLS

“Hearing Mark Zuckenberg denounce HTML5 made me angry at first, but then I looked at some data and realized that the main reason was not performance or APIs but the lack of memory management and debugging tools.” Ran Ben Aharon, Head of Front End Development, Everything.me

“It would be great to have something like yslow (debugging tool) for game developers.” Louis Stowasser, Author of CraftyJS

Profiling and debugging tools are missing from HTML5

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HTML5 GAPS: DEVELOPMENT TOOLS

“The biggest issue for HTML5 is the maturity of tools.” Robert Shilston, Director of FT labs, Financial Times

“Right now, HTML5 is missing a toolchain, from prototyping to publishing […] it lacks the one-package onboarding that comes with Native SDKs.” Andrea Trasatti, Developer Evangelist, Nokia

Existing tools are not good enough

HTML5 is missing a toolchain, not just individual tools

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HTML5 GAPS: EDUCATION

“Some use cases are not ready for HTML5 to support. For others HTML5 is already ahead.” Robert Shilston, Director of FT labs, Financial Times

“From a business standpoint, there's a lot of education needed for the acceptance of HTML5. There's a gap between what we developers can provide and what the clients think we can provide.” Ciprian Borodesku, CEO, Web Crumbz

Need to educate the market on HTML5’s capabilities

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<Part 4 /> INSIGHTS & RECOMMENDATIONS

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Power Management and WiFi are the two most important APIs currently missing from HTML5.

!  The mobile browser is the most popular route to market; 61% of HTML5 mobile devs use the browser to develop a mobile app.

!  Yet only 37.22% of Android apps (US) can be implemented with HTML5 via the mobile browser;

!  Implementing Power Management and WiFi APIs in the mobile browser would result to an astonishing 20.83% rise in the number of apps that can be created with HTML5;

Recommendation:

- Implement Power Management and WiFi APIs.

Power management and wifi APIs: BIGGEST CHANGE DRIVERS

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Standardization of packaged web apps (native JS apps) reduces the cost for HTML5 developers to reach more devices.

!  Each vendor currently has its own specification of how native JS apps are packaged; e.g. Firefox OS, Blackberry Webworks, Windows 8, Tizen, etc.

!  Standardization would set the foundation for HTML5 to reach more devices; Apps created for Firefox OS or Tizen would be possible to run Windows 8 or BB WebWorks

Recommendation:

- Standardize packaged web apps.

PACKAGED WEB APPS: fragmentation delays adoption

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!  Identity is critical to advertising and search business models.

!  It’s also critical for content personalization, device adaptation, user tracking, user analytics, customer support, bug tracking, campaign management and many more functions.

! Mozilla already has the Persona identity feature

Recommendation:

Propose a device identity API as a better alternative to cookies that eases privacy concerns and follows the user across mobile and desktop.

Device identity API: A BETTER SOLUTION TO COOKIES

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HTML5 has received endless criticism, centered on opinion, not facts. Best way to address that is with more facts. Best facts are success stories from high profile HTML5 apps, addressing specific developer concerns.

!  Mobile developers identify performance being the #1 reason that stops them from using HTML5 as a main developer platform; Stoppers: Performance 45.7%, APIs 37.3%, Tools 20.5%, Monetization 16.1%

!  Robert Shilston, director of FT labs, argues the problem is not performance, but the maturity of [instrumentation] tools.

Recommendation:

- Showcase where HTML5 apps can go (e.g. www.HTML5cando.com); - Educate around big brands (FT, game publishers) using HTML5; - Educate developers around HTML5 routes beyond the browser

THE HTML5 BRAND suffers from F.U.D.

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HTML5 is like a car without a dashboard. Debugging, editing, profiling and instrumentation tools are missing.

!  34% of mobile developers say HTML5 needs better development environment to compete with native SDKs;

!  Each browser vendor has its own development tools. Chrome dev tools is the most popular. Chrome dev tools 65%, Firebug 38.6%, Firefox dev tools 31.2%.

!  Developers need more profiling tools like YSlow; Yslow gives insights on what to fix, not just data on the problem.

Recommendation:

- Implement a Debug API to create a platform for debugging tools.

HTML5 TOOLS: A CAR without a Dashboard

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Politics play key role to API browser adoption.

!  Vibration and Battery API, both in W3C Candidate Release state (pre-final) are implemented by just a single mobile browser: Firefox;

!  Filesystem API, still a W3C Working Draft, is implemented by all 7 popular mobile browsers.

!  Motion API, still in W3C Early Draft state (the very first state an API is introduced), is implement by 6/7 mobile browsers.

Recommendation:

- Use developers as lobbyists on the need for browser vendors to implement missing APIs.

- Make sure that missing APIs become a competitive metric for browser vendors. Create a leaderboard for shaming browsers for missing APIs.

BROWSER POLITICS

Page 50 Copyright VisionMobile 2011

Knowledge. Passion. Innovation.

Questions / comments?

[email protected] Want to follow the discussion?

@visionmobile @tefdigital Want to learn more?

visionmobile.com/blog blog.digital.telefonica.com Updated: 12 November 2010

Thanks for listening!

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<APPENDIX> Who is VisionMobile?

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VisionMobile | THE LEADERS IN APP ECONOMY RESEARCH Developer Economics The biggest, most global developer research platform

Mobile Innovation Economics Thought-leading economics for managing disruption and reinventing your business

Trends watch Tracking app and developer trends

Tier-1 clients trusted by the top brand names in mobile

Digital ecosystem experts Thought leaders in the economics of ecosystems and telecoms in the software era

Media coverage Global media reach

Documents

How Can HTML5 Compete With Native